1. Delivering Preference The Marketing Clinic 20091 THE MARKETING CLINIC Success Springs From Understanding The Consumer Fully Understanding Regional Preferences Greg Tucker, The Marketing Clinic. Greg@marketingclinic.com S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A LS T R I C T L Y P R I V A T E A N D C O N F I D E N T I A L

2. Delivering Preference The Marketing Clinic 20092 What we do We deconstruct the consumer consumption experience to understand which parts of that experience generate what emotions and why. Preference is: Positive Emotions Delivered

3. Delivering Preference The Marketing Clinic 20093 The Consumer Interaction Just like a story or a film – every Consumption Experience has a beginning, a middle and an end There is a story to be unravelled – the taste journey At key ‘Plot points’ (eg encounter, adverts, aroma, mid mouth, aftertaste etc) emotional shifts are triggered. These must be understood to ensure the consumer (audience) gets the right experience ……

4. Delivering Preference The Marketing Clinic 20094 Regionality: So What? Just as there are regional dialects – so there are Taste Dialects These exist across UK – just as they exist elsewhere Many markets are broken up nationally – is it not better to segment emotionally? If so – we must use all the clues available to understand what is motivating and important

5. Delivering Preference The Marketing Clinic 20095 Only by understanding the what & the why of Regional Taste Dialects can you see why consumer taste preferences have developed as they have Regionality: So What? Only then can you speak to your consumers in ‘Their Language’

6. Delivering Preference The Marketing Clinic 20096 Preference is learnt – it is not innate This is true in any consumer interaction with brands/products Different stimuli – eg. flavours - have different emotional associations by culture/age/region. A Consumption Experience triggers certain emotions It is these emotions that consumers like/prefer – rather than the flavour itself. ‘Preference Is: Positive Emotions Delivered’

7. Delivering Preference The Marketing Clinic 20097 A New Perspective By viewing the Consumption Experience from multiple perspectives – emotions – memory – events we explore what the drivers are Critically – we map which taste/texture triggers which precise emotion and how they fit the Need State/specific consumption event.  This allows us to see the Consumption Experience from other points of view… So, which way is up? A new perspective:

8. Delivering Preference The Marketing Clinic 20098 Regional Palates: Scotland Scotland: –Is it haggis? –Is it N&T? –Is it DFMB? Should we think Water Of Life? –None of the above……

9. Delivering Preference The Marketing Clinic 20099 Regional Palates: UK ‘Dialects’

10. Delivering Preference The Marketing Clinic 200910 Regional Dialects Like Harry Beck: We can make sense of what is happening in London!

11. Delivering Preference The Marketing Clinic 200911 Regional Palates: Not Just A UK Phenomenon

12. Delivering Preference The Marketing Clinic 200912 Regional Palates Understand the way ahead better Clearer consumer understanding Spot trends faster Speak to consumers in their language and nuanced for their needs  Better Product Development Needs Deeper Consumer Understanding